What Is a Conversion Rate, and What Does It Mean for UX?
Summary: Conversions measure whether users take a desired action on your website, so they are a great metric for tracking design improvements (or lack of same). But non-UX factors can impact conversion rates, so beware.
Increased conversion is one of the strongest ROI arguments for better user experience and more user research. Track over time, because it's a relative metric.
Video Author
Kathryn Whitenton is Nielsen Norman Group's Director of Digital Strategy. She works with clients to evaluate the user experience and information architecture of websites in a variety of industries including technology, telecommunications, and media, as well as corporate intranets. She has conducted usability research, eyetracking user research, and studies of users on mobile devices in the United States, Europe, Asia, and Australia. Her user studies have included general audiences as well as specific consumer types, business segments, children, and seniors.
